Ad Refresh
Automatically reloading ad units after a set time interval to generate additional impressions.
What is Ad Refresh?
Ad refresh (also called auto-refresh or ad reload) is a technique where ad units on a page are automatically replaced with new ads after a set time interval, typically 30-90 seconds. Instead of showing a single ad for the entire duration of a user's visit to a page, the ad slot cycles through multiple ads, generating additional impressions and revenue from the same page view.
Ad refresh can be triggered by time intervals, user actions (scrolling, clicking), or a combination of both. The most common implementation is time-based refresh with a viewability requirement — the ad only refreshes if it's currently in the user's viewport and has been visible for the minimum required duration.
Why It Matters for Publishers
Ad refresh can increase per-page revenue by 20-40% by generating multiple impressions from a single page view. This is particularly valuable for pages where users spend extended periods — long-form articles, tools, games, forums, and reference content. Without ad refresh, a user spending 5 minutes reading an article generates the same ad revenue as a user who bounces after 10 seconds.
However, ad refresh must be implemented carefully to comply with ad network policies. Google's policy requires that ads only refresh when they are in view, after a minimum interval (typically 30 seconds), and that the refresh behavior doesn't create misleading impression counts or artificially inflate metrics.
Tips for Optimization
- Require viewability before refresh: Only refresh ads that are currently visible in the viewport. Refreshing off-screen ads generates invalid impressions that can lead to policy violations.
- Set 30-60 second intervals: Refresh intervals shorter than 30 seconds typically violate network policies and generate low-value impressions. Start at 30 seconds and test longer intervals.
- Monitor eCPM per refresh cycle: First impressions typically have the highest eCPM, with declining values on subsequent refreshes. Track when the eCPM drops below your floor price threshold and cap refreshes accordingly.
- Apply to high-engagement pages: Ad refresh is most valuable on pages where users spend significant time. It adds little value on pages with short average session durations.
- Use lazy refresh on scroll: Combining refresh with user scroll activity ensures the user is actively engaged, producing higher-quality impressions that advertisers value more.